4 Questions to Ask Before "Should We Use LinkedIn, SEO, Google Ads or Any Tactic?"
Patrick McFadden
This year we've received a handful of consulting request from business owners that are thinking about their marketing and so often the questions I get are:
- Should we be on LinkedIn?
- Should we be using Google Ads?
- What do we need to be doing to reach our audience?
Most tactical challenges can most often be solved with strategy planning and focus so before you determine whether LinkedIn is better for your organization than Instagram or if digital advertising is an effective way to generate leads, start at the point where you will ultimately create the greatest possible impact – strategy!
After spending considerable time reviewing these request, I’ve compiled a list of questions every business owner must think about before choosing LinkedIn, Instagram, Tiktok, Facebook, Google Ads or any tactic to increase visibility or lift sales.
1. Who is our ideal customer?
It’s simple: “If your product or service is for everyone then it’s a product or service for no one.” You must determine, exactly who wants and needs what you have to offer? The best thing about this question is there’s only one wrong answer, and that’s everyone.
I believe that most organizations are uniquely suited to serve a narrowly defined market or ideal customer. Successful marketing is almost always specific, not general. And that “almost” is close to absolute because you can no longer run a traditional ad that reaches everyone.
Now, instead of interrupting everyone you meet, you have no choice but to choose your target market and from that market choose ideal customers.
Here’s a tip: Begin by segmenting and then building a detailed profile of your most successful accounts (profitable + refer your organization). Your best customers have the following two key characteristics: they are profitable and also refer business to you.
2. What does our ideal customer value about our company or offering?
After developing a profile of an ideal customer, it’s time to find a way to attract this group. This is achieved by discovering some aspect of your business that this ideal customer clearly values from the rest of the market.
You need to dig in and find that one special way of doing things that your customers truly value - even if that value is outside of what you're selling them.
- For example, we work with an alternative glass company whose real value is eliminating callbacks for homebuilders.
- Another example is a bookkeeping firm whose real value is decreasing the hiring and recruiting (HR) time for small business owners.
By defining the thing that your ideal customer values, you can change the context of how the market sees what you offer and in doing so eliminate your competition.
Here’s my advice: Go talk to 5-10 of your best customers, they know what you do that’s of value to them. Listen carefully and don’t be afraid to embrace the little things you do, that’s where you are different in a way that matters.
3. What type of information is our ideal customer seeking online?
Sales and marketing 101 says that you focus on the problems and desires of the prospect, and match those up with your product or service.
Doing this online with information is no different, except you're delivering independent value with content before you attempt to make the sale.
The Internet has disrupted the traditional sales process, allowing the prospective customer or client to begin on their own terms the information-seeking process via search and social media. This means savvy business owners must adapt to the information empowered prospect in a fashion that more resembles educating than it does hard selling.
Here’s my advice: Look at these three simple information structures and determine which one fits your ideal customer. It may be all three.
- How-to. How-to information aims to teach the reader something, by taking them through a step-by-step process. It’s usually structured with numbered, sequential steps. And, where appropriate, these steps might include a screenshot or photo to show the reader what to expect at each stage.
- List. List information offers readers a selection of ideas, tips, suggestions, or resources. These are normally numbered. The key difference between list and how-to information is that readers don’t need to follow the list from start to end: they can dip in and use those points that seem most applicable to their own situation.
- Review. Review information offers an informed opinion about a particular product or service. These are a great way to serve your readers, who might be debating whether or not to purchase a particular item. They also help establish your own knowledge and expertise in your field.
4. What type of content can our company provide that showcases our strengths, personality, and values?
The last piece of the puzzle is about your strengths, personality, and values. But, it’s not simply about those three things. What's more important is to find the type of content that communicates and showcases those important characteristics, in a way that allows you to stand apart from everyone else that says they are in the same business as you.
Here's my tip: Carefully choose the formats you can employ with excellence.
- Blog: Blogs in video, audio or written formats can communicate expertise, news, and announcements. Blogging can stabilize SEO efforts, create a central home for social sharing, build your email list, drive your point of view, and allow for community building.
- Reviews: Ratings and reviews sites allow customers to communicate what they like (or don't like) about your service or product.
- Testimonials: Testimonials are one of the most powerful trust signals you can use in your marketing. They give prospective customers a sense of what they can expect as well.
- eBook or Whitepaper: Every business should have a way of doing business or a set of beliefs that are documented in the form of an eBook or white paper. This must communicate what makes your business different, what's the secret behind your customer's success, how your company approaches customer service, and why your company does what it does.
- Educational Events: Today, presentations, workshops and seminars (online and off) are tremendous ways to provide education with the added punch of one-to-one engagement.
- FAQs: Go beyond the questions that routinely get asked and include those that should get asked but don’t, particularly the ones that help position your company favorably against the competition.
- Case Studies: Building rich examples of actual customers succeeding through the use of the product or service offerings is a tremendous way to help people learn from other individuals and businesses just like them.
Contact your marketing consultant at Indispensable Marketing
We have an engagement called Marketing Strategy Consulting, where we answer all these questions for our clients. As a part of this engagement, we interview your existing customers and analyze your competitors. We build ideal client personas and establish a marketing message that will speak to them. We map out your editorial calendar and determine how to make content a relationship-workhorse. And we go through the customer journey exercise and identify the gaps in your current marketing approach. This gives you a firm foundation on which to build your tactics and move your marketing forward based on a solid strategy.
Want to learn more? Schedule a consultation with us so we can talk about how to do this for your business.
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For years, the focus of marketing and sales has been to appeal directly to human customers—to connect emotionally, build trust, and ultimately close the deal. But the rules are changing, and small businesses need to be aware of a massive shift on the horizon: the rise of AI agents as decision-makers. At first, this may sound like science fiction. After all, aren’t people the ones making purchases? But the reality is that artificial intelligence (AI) is quickly becoming the gatekeeper for consumer and business decisions. Understanding this shift is critical for small businesses, as it offers both challenges and opportunities. Let’s dive into what’s happening, why it’s happening, and how your small business can prepare. What Are AI Agents? AI agents are advanced technologies designed to handle complex tasks for consumers. They don’t just provide recommendations—they make decisions. Think of an AI agent as a virtual assistant that interprets your needs, evaluates options, and executes the best solution on your behalf. Here’s a simple example: You might tell your AI assistant, “Find me a hotel near Central Park for two nights within a $1,000 budget.” In response, your AI: Searches available hotels. Compares prices, reviews, and amenities. Books the best option without you needing to lift a finger. For the consumer, it’s all about convenience. For businesses, however, it changes the game: your target audience is no longer just the human buyer—it’s the AI agent. Why Is This Happening? Convenience for Consumers Consumers want faster, easier, and more reliable decision-making. With so much information available, the process of comparing options can be overwhelming. AI agents streamline this process by narrowing down choices and delivering results that align with the consumer's preferences. AI’s Superior Decision-Making AI can process far more data than a human ever could. It evaluates everything from price and reviews to proximity and availability, all in seconds. This allows it to make decisions that are more informed and objective. Consumer Trust in AI As AI becomes more sophisticated, people are increasingly comfortable delegating decisions to their virtual assistants. Trust is shifting from brands directly to the AI agents that curate and recommend those brands. Simple Examples of AI in Action Small businesses are already seeing AI at work in various industries. Here are a few scenarios to illustrate what’s happening: Travel and Hospitality A traveler asks their AI assistant to book a flight and hotel for a weekend getaway. The AI evaluates options, finds the best deals, and books everything. The business that optimizes its data for AI discovery wins the booking. Retail A customer needs a pair of running shoes. Their AI searches for shoes with great reviews, the right size, and quick delivery. It bypasses generic search results and goes straight to businesses with clear, accessible product data. Healthcare A health app uses AI to evaluate symptoms and recommend over-the-counter solutions. Pharmacies with optimized digital listings and relevant information are prioritized by the AI. Home Services A homeowner asks their AI, “Find me a plumber near me with 5-star reviews who can come today.” The AI scans local listings and books the business with the most reliable and visible online presence. What This Means for Small Businesses The shift to AI-driven decision-making has huge implications for small businesses. Here’s what you need to know: 1. Your Audience is Changing You’re no longer marketing solely to human buyers—you’re marketing to the AI agents making decisions on their behalf. These agents prioritize structured data, transparent pricing, and measurable value over emotional branding. 2. Local SEO Becomes More Critical AI agents rely heavily on local search data. If your business isn’t optimized for local SEO —clear location details, accurate business hours, and positive reviews—you’ll be invisible to AI. Need help with your local SEO? Get in Touch. 3. Quality Data Wins AI thrives on structured, high-quality data. If your service descriptions, product descriptions, pricing, and availability aren’t clear and accessible, AI will skip over your business in favor of competitors who have optimized their data. Check out this article so AI doesn't skip over your business. "5 Must Have Elements of Service Area Pages" 4. Proximity Matters For many services, AI prioritizes businesses that are physically closer to the consumer. This is especially true for industries like home services, healthcare, and retail. Small businesses can capitalize on this by focusing on hyper-local SEO strategies. 4a. For Service Area Businesses, Precision is Key For service area businesses (SABs)—those that don't operate from a fixed location but serve customers within specific geographic regions—AI's prioritization mechanisms work differently compared to location-based businesses like retail stores or offices. Instead of prioritizing physical proximity alone, AI evaluates the clarity and accuracy of your defined service area. This is especially critical for industries like commercial cleaning, plumbing, pest control, HVAC, or mobile health services. Learn more about - 5 Steps: Local SEO for Service Area Businesses AI agents rely on several key factors, including: Accurate and detailed information about your service area. Keywords that highlight your services and locations. Social proof, such as reviews, ratings, and testimonials. Content that directly connects to your service area, like localized blog posts or FAQs. The accuracy and consistency of your listings on platforms like Google Business Profile. Quick response times to inquiries. A well-optimized website with clear navigation and mobile responsiveness. Integration of AI-friendly tools like chatbots to provide instant information to users and demonstrate efficiency. An active presence on local social media channels to further enhance visibility and engagement within your service area. By optimizing these elements, service area businesses can enhance their visibility and ensure AI agents prioritize them for local searches. 5. The Playing Field is Leveling While it may seem daunting, this shift levels the playing field for small businesses. Unlike traditional advertising, where big budgets dominated, AI prioritizes data quality and relevance—areas where small businesses can shine. How to Prepare Your Service Based Business for an AI-Driven World Here’s how you can start positioning your business to succeed in an AI-driven world: 1. Optimize for Local Search This step is even more critical for service-based businesses, especially those operating in specific geographic areas (like commercial cleaning, plumbers, HVAC companies, and remodel services). Focus on hyper-local SEO by including business districts, neighborhoods, zip codes, and cities you serve in your website content and Google Business Profile. Add a "service areas" page to your website to clarify where you operate. Encourage reviews that mention specific services and locations to boost credibility in local searches. Use geo-targeted keywords like “emergency cleaning services in Dallas” or “24-hour plumbing in Brooklyn.” 2. Provide High-Quality Data For service-based businesses, this means being very clear about what you offer and where : Use structured data to outline services , pricing estimates, and FAQs. Include service-specific keywords in descriptions, such as "drain cleaning" or "roof repair." Add before-and-after photos , case studies, or examples of completed projects to help AI and potential customers understand your expertise. Create mobile-friendly booking forms for easy service requests. 3. Focus on Trust and Transparency Service-based businesses rely heavily on customer trust because most services are provided on-site or involve direct customer interaction. Highlight safety measures , certifications, and background-checked employees to build confidence. Share detailed testimonials or video case studies that walk through successful projects. Be transparent about response times , pricing structures, and warranties for services. Add "Meet the Team" pages to introduce key staff or technicians, humanizing your business and building rapport. 4. Target AI-Specific Needs AI-driven search is increasingly intent-based , meaning it focuses on what customers are looking to achieve (e.g., “find a reliable roofer near me”). Service-based businesses can target this effectively by: Optimizing for voice search (e.g., "Who fixes water heaters in Austin?"). Using conversational language and FAQs that match natural language queries. Structuring content to answer specific questions like "How much does roof repair cost?" or "How long does an AC repair take?" 5. Embrace AI Tools Service-based businesses can benefit greatly from AI to improve operational efficiency: Use AI-powered scheduling tools to let customers book appointments automatically. Implement chatbots to handle inquiries about availability, pricing, and service areas. Leverage AI analytics to predict seasonal demand spike s (e.g., higher calls for HVAC repairs in summer). Adopt AI-enabled CRMs to track customer preferences and improve follow-up communication. The Opportunity Ahead While the rise of AI agents might seem like a challenge, it’s also a massive opportunity for small businesses. By optimizing your digital presence, focusing on transparency, and understanding how AI evaluates options, you can position your business to thrive in this new era. Remember: AI agents aren’t just replacing human decision-making—they’re enhancing it. By meeting AI on its terms, you’re not just staying relevant—you’re setting yourself up to win in the future of business. So, take a look at your business today. Is your data accessible? Is your local SEO in place? Are you ready to meet the needs of AI agents? The future is coming fast, and the time to prepare is now. Need Help? My marketing firm, Indispensable Marketing, provides a step-by-step strategy and implementation process tailored for service-based businesses with revenues between $750,000 and $7 million. We help optimize local SEO, craft trust-building content, and create scalable marketing processes that deliver measurable results . From foundational setup to growth-focused tactics and amplification strategies, our approach ensures clarity, confidence, and long-term success in your marketing efforts. Get in Touch
As we approach 2025, the changes in the business landscape are going to be significant, and many companies are already feeling the pinch. If you’re one of those business owners who’s noticing a decline in leads or a drop in website traffic, you’re not alone. Something is happening in the market, and businesses are beginning to see the winners and losers emerge. But here's the critical thing : the reason many businesses fall behind is not because they lack tactics—it’s because they lack marketing leadership. Why Marketing Leadership Matters I’ve worked with many small businesses over the years, and one thing is crystal clear: most marketing failures stem from a lack of leadership. It’s easy to get caught up in the latest marketing tactics or rush into hiring a marketing agency, but without a clear leadership strategy guiding your efforts, you’re just throwing darts at the wall. Your marketing activities might be disconnected, ineffective, and lack the cohesion that makes them truly impactful. Marketing leadership is the key to taking a business from spinning its wheels to driving real, measurable growth. Whether you have internal marketing hires, work with an agency, or manage things yourself, someone needs to own the strategy and ensure marketing activities aligns with the company’s overall growth goals. This is what I call the missing ingredient in many businesses—marketing leadership. The Three Pillars of Marketing Leadership Strategy Thinking First: It’s not just about tactics; it’s about understanding where you’re going and how you’re going to get there. This means developing a clear marketing strategy that aligns with your brand’s core identity, including who you are promising to help (ideal customers) , what problems you are promising solve for them, and how your images, metaphors, colors, words, look and feel, dress, attitude, networks, consistency represents its promises. Once the strategy is defined, you’ll know exactly where to invest your resources and which marketing channels will move the needle. Fixing the Foundations: Before you get fancy with campaigns, you need to fix the fundamentals. This means ensuring your website is a trust-building workhorse , your messaging is aligned with your ideal customer’s needs , and your content is educational and building credibility . When you have a strong foundation, every marketing effort you put forth will be more effective. Building a Repeatable Process: A solid marketing process isn’t just about running ads or posting on social media; it’s about creating a machine that works long term. This process needs to generate consistent leads, build your brand, and retain customers. A marketing leader will help you build this process, ensuring it’s repeatable, scalable, and aligned with your business’s growth objectives. Marketing Leadership as a Service: The Future of Small Business Marketing What I’m seeing—and what I believe is the future—is that agencies need to step up and offer something beyond just execution. Instead of acting as subcontractors who only perform tasks, they need to take on the role of general contractors overseeing and managing the entire marketing process. Marketing leadership as a service is about providing that strategic oversight and ensuring everything aligns with the business’s long-term goals. Think of it this way: AI may be taking over certain tactical tasks, but it’s not going to provide leadership. That human touch—the ability to analyze, strategize, and lead—is what will differentiate the winners from the losers in the coming years. Businesses will need marketing support who can step in, assess the situation, create a roadmap, and then help execute that vision. The First Step: Are You Ready? In 2025, marketing leadership will be the key to success for small businesses. It’s not about doing more; it’s about doing the right things in the right order. If you haven’t embraced marketing leadership yet, now’s the time to make that shift and set your business up for long-term success. Final Thoughts It’s easy to get distracted by the shiny new marketing tactic of the week, but without a clear strategy and leadership in place, it’s hard to see real, lasting results. This year, make it a priority to focus on marketing leadership as the core of your growth strategy. The businesses that do this will be the ones that rise above the competition in 2025 and beyond.
Indispensable Marketing takes a process approach to developing and installing your small business marketing.